Advertising Campaign Developed by Portland's Young & Roehr Group to be Widely
Published Through Yearend
VANCOUVER, Wash., Sept. 23 /PRNewswire/ -- Electric Lightwave Inc.
(Nasdaq: ELIX), a leading integrated communications provider, intends to
capture the attention of information technology and business executives with a
multi-million dollar national advertising and marketing blitz. The campaign
positions Electric Lightwave as "the new medium of exchange" with a series of
ads rolling out this month in high profile publications nationwide.
Sporting a new "Information is currency" theme, the campaign, created by
Portland's Young & Roehr Group, illustrates that information is the lifeblood
of a business. The ads demonstrate that Electric Lightwave is the company to
trust to deliver information as voice or data over its extensive fiber optic
networks.
Electric Lightwave operates its own $450-million high-speed fiber optic
network that connects major markets in the western United States and a
premiere national Internet backbone that was recently ranked fifth out of
43 profiled in Boardwatch Magazine.
"Electric Lightwave is creating a world class fiber optic network with
unsurpassed speed, capacity and reliability in the industry. This campaign
invites businesses to let us put our bandwidth, products and services to work
for them," said Jim Berthot, Electric Lightwave's vice president of marketing.
"Executives who recognize the potential of a powerful network like ours will
use our customized services to help them gain a competitive edge."
The first in the series of ads appeared this month and featured a close up
of a human eye with a headline that reads, "Information is precious. Watch
over it." A second ad features a red sports car and is headlined, "Information
is power. Let it rip." Another ad features a peapod with a headline,
"Information is potential. Let it grow." All of the ads include the new
tagline, "The new medium of exchange."
"Our team designed a campaign for Electric Lightwave that has a unique
look and sound. It delivers a message that is relevant to information
technology executives. The message is that Electric Lightwave is an industry
leader in its field and that it has the network to deliver on the promises
made in the ads," said Lois Leonard, president of Young & Roehr.
The ads will appear in selected national newspapers and business
magazines, as well as local newspapers and business journals in all of
Electric Lightwave's full-service markets. These markets include Seattle,
Sacramento, Calif.; Salt Lake City, Phoenix, Boise, Idaho; Spokane, Wash.; and
Portland, Ore. Electric Lightwave will also sponsor National Public Radio
shows during commute times.
National publications include Information Week, Network World, CIO
Magazine, InternetWeek, Business 2.0, The Industry Standard, Network
Computing, Boardwatch Magazine and regional editions of The Wall Street
Journal.
About Electric Lightwave
Electric Lightwave Inc. is a leading integrated communications provider of
enhanced data services, frame relay, ATM and Internet access solutions to
bandwidth intensive businesses and the growing e-commerce market. The company
provides long distance, Internet and data services nationwide, with data
points-of-presence in Atlanta, Chicago, Cleveland, Dallas, Denver, Houston,
Las Vegas, Los Angeles, New York, Palo Alto, Calif.; Philadelphia, San Diego,
San Francisco, San Jose, Calif.; and Washington, D.C.
As a full-service provider, the company offers businesses local and long
distance telephone service and high-speed broadband data transport over its
fiber optic networks that interconnect major markets in the West, including
Seattle, Sacramento, Calif.; Salt Lake City, Phoenix, Boise, Idaho; Spokane,
Wash.; and Portland, Ore.
Headquartered in Vancouver, Wash., the company employs 1,233 and generated
revenues of $101 million in 1998, up 65 percent from 1997. Additional
information about Electric Lightwave Inc. is located on the World Wide Web at
http://www.eli.net.
SOURCE Electric Lightwave Inc.
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Related links:
http://www.eli.net
Company News On-Call:
http://www.prnewswire.com/comp/117258.html or fax,
800-758-5804, ext. 117258
CONTACT:
Susan Farmer, 360-816-4518, or pager,
888-328-9235, or susan_farmer@eli.net, or Enid Lamey,
360-816-4682, or 800-368-9102, or enid_lamey@eli.net, both of
Electric Lightwave Inc.
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